Assessing the Relationship between Marketing Mix and Loyalty through Tourists Satisfaction in Jordan Curative Tourism

Abstract

The aim of this paper is to explore the relationship between three key variables, namely Marketing Mix, satisfaction and loyalty in curative tourism industry in Jordan. The seven dimensions of the Marketing Mix employed in this study are product, price, promotion, physical evidence, place, personnel, and process. Out of 950 questionnaires, 690 were returned by the end of September, 2009. Each variable was measured using reliable developed scales: product (6 items), adapted from (Yuksel, 2004), price (6 items) by (Yuksel, 2004), physical evidence (6 items) by (Yuksel, 2004), promotion (9 items) by (Yuksel, 2004), place (4 items) by (Yuksel, 2004), process (4 items)by (Yuksel, 2004), personnel (5 items) by (Yuksel, 2004), and tourist satisfaction (5 items) by Lim et al (2006). Finally, destination loyalty (7 items) by Lim et al (2006) .Data was input into SPSS and analyzed used exploratory factor analysis (EFA). SPSS results indicate that there some hypotheses: results of this study were as follows: H1 show that product and place were significant on destination loyalty. While, price, personnel and process not significant on destination loyalty, and for H2 show that product, place, price, personnel and process significant impact on tourist satisfaction. In addition, H3 show that the tourist satisfaction mediates the relationship between Marketing Mix and loyalty.